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H2
H22024
StateofB2B
PipelineGrowth
H2StateofB2BPipelineGrowth
HowcanB2Bmarketersaccelerategrowth?ThegroundbeneaththeB2Bmarketer’sfeetisevershifting-headcount,resources,budget,technology-makingitachallengetoconsistentlyaddressgrowth.Yet,what’satstakedoesnotjustaffectthemarketingorganization,butthesuccessoftheentireorganization.
studywhilealsoexploringsomenewareasofinterest.I’mexcitedtointroduceourlateststudy,whichfurtherinvestigatesthemesfirstidentifiedin“The2024StateofB2BPipelineGrowth”
studywhilealsoexploringsomenewareasofinterest.
Thisstudyexaminesthelatestchallenges,opportunities,andareasofinterestthatmarketersarefacing,including:channelusage,salesandmarketingalignment,generativeAIusage,salescyclelength,anddataprivacy,allfromaB2Bperspective.
Backedbyresponsesbynearly500B2BmarketersacrosstheUSandUK,thestudy’sgoalistohelpB2Bmarketingorganizationsunderstandwhatisandisnotworkingwhenitcomestofillingtherevenuepipelineandacceleratinggrowth.
Ihopeyouenjoythelearningsasmuchaswehave!We’llbeoutontheroadoverthenextseveralmonthssharingourinsightsandlearningfromfellowmarketers-wehopetoseeyoualongthejourney!
Yourstruly,
MattHummel
VP,Marketing,Pipeline360
-pipeline36o
-pipeline36o
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KeyFindings
Section01:ChallengesandCopingStrategies
Section02:GoalAchievement
Section03:AIandInvestmentAreasSection04:BuyingGroupsandLeads
Section05:SalesandMarketingAlignmentSection06:DataPrivacy
ActionPlan
Methodology
H2StateofB2BPipelineGrowth
KeyFinding#1
46%Theeconomicslowdownwassecond.
46%
Theeconomicslowdownwassecond.
44%
Salesmarketingalignmentrankedthird.
Foralmosthalfofstudy
participants,thetopchallengeareaisbudget,headcount,
andresourcecuts.
-pipeline36o
H2StateofB2BPipelineGrowth
KeyF
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